About Rich Financial

Creating Better Tomorrows Everyday

We understand the importance of the role we have in the lives of our clients. As fiduciaries, we always act in our clients best interests. As friends, colleagues and members of community, we always try to do what’s best and help those in need. The core values that guide and drive us both personally and professionally are right in our name… R.I.C.H.

Our Core Values


We treat our clients the way we would want to be treated if the tables were turned — with courtesy, gratitude, and dignity.


We hold ourselves to the highest of standards and put honesty and sincerity at the core of all that we do.


We value the community were a part of and aim to serve and support all those that are a part of it.


We know we can’t be right all the time, but we put in the preparation and invest with discipline so we can be ready for anything.

Our Team

Bill Rich

Bill Rich

Bill has extensive experience in the financial services industry first obtaining his registration in 1984. Starting his career in Paradise, he soon moved to Sacramento to manage a brokerage office. Upon his return to Chico in 1988 he helped establish Asset Management Group of Chico.

Bill was also the co-founder and former owner of Kornerstone 401k, which specialized in the retirement plan space.

Bill’s wealth management practice consists of clients with varying needs and goals. He works with individuals, trusts, estates, IRAs. He has done extensive work with foundations and non-profit corporations.

He has been involved in the community by both serving and being active in organizations such as the Chico Rotary Club, Enloe Hospital, Butte Creek Country Club, the Chico Museum, and various youth sports organizations.

Besides his love of golf, travel and almost anything outdoors the greatest joy in his life is his wife, Paula, and sons, Davis and Alex.

Davis Rich

Davis was born and raised in Chico. Growing up with a father in the industry, Davis was always curious about finance. An elementary school project ignited his passion for the markets when he chose to invest in McDonald’s in the middle of the mad cow crisis.

Davis attended the University of Arizona where he quickly became president of the largest political club on campus. He went on to receive a degree in economics with the intention of following in his father’s footsteps. While in Arizona, Davis’ passion for golf led to him a career as a golf professional at Skyline Country Club. This provided the perfect landscape to learn how to manage a business and form long-lasting client relationships.

In 2020, Davis decided to return to Chico and join his father’s practice. With the opportunity to build their business together, they decided to open their own independent firm, Rich Financial.

Since returning to Chico, Davis has been an active member of the community; serving on the board of the Chico Concours d’Elegance and the Stansbury Home Preservation Association.

In his spare time, Davis enjoys playing golf and spending time outdoors with his fiancé, Rebecca, and Australian Shepherd, Hank.

Kelly Derrington

Kelly has been in the business since January 2004 as William Rich’s Executive Assistant. Her responsibilities include coordinating all aspects of Mr. Rich’s practice. She previously held her Series 6 and 63 securities registrations and is a Notary Public.

Kelly retired from the Air Force with over 20 years of honorable service including a deployment to Kuwait in support of Operation Enduring Freedom. She graduated from the University of Phoenix earning a Bachelor of Science in Management degree with honors. She is a valuable member of the team and is always happy to help.

In her spare time, she enjoys writing music, working in her garden, and trying new baking recipes. She also enjoys taking her two whippets out to the dog park to run and is always pleasantly surprised by public reaction to their beauty and speed.

Shawna Smock

Shawna Smock

Shawna was born and raised in Orland. She graduated in 2002 and went directly into the job market. For the past 20 years, she has worked for a Fortune 500 company where she held many positions, the most recent being client relations.

She met her husband, Wes, in high school and they married in 2009. In 2012 they bought their first home and with the help of their families, they began renovations on their 1920s home.

When she isn’t planning her next renovation project; she enjoys cooking, writing, reading, playing with her three dogs, and helping her husband work on cars.

She is excited to be a part of the Rich Financial team and looks forward to helping our clients.